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ADVERTISING IS ANY
FORM OF NON PERSONAL COMMUNICATION CONDUCTED THROUGH PAID MEDIA UNDER CLEAR SPONSORSHIP.
First, advertising is a non personal communication. This differs from other forms of product promotion, such as : 1. personal selling, 2. publicity, 3. sales promotion. Second, It is directed at many persons rather than a single person. Third, Mass communication is achieved through various media, such as newspapers, magazines, television, radio, outdoor (posters) and transit (cards on motor vehicles).
Differences between airline advertising and advertising for other consumer products:
I. Sometimes in the advertising of a consumer product, especially the new one, a free trial sample is offered to the public. In the case of the airlines, although this not impossible, offering a free sample of the airline product would be very costly. At times, after a strike airlines have tried to attract ridership back by offering customers a free ticket anywhere on the system provided they pay one full-fare ticket.
II.Unlike , other products, airline products are basically homogeneous; hence, product appearance (color, size and packaging) cannot be effective in airline advertising.
III.In
advertising consumer products, the actual product can be shown in the ad to produce a psychological effect in the consumers mind regarding the product. But in the case of airline advertising, the actual product cannot be shown in the ad, instead, service qualities are stressed.
IV.In the advertising of a manufacturers product, ours is better concept is sometimes directly used, but in the case of airline advertising it is generally not used.
VI.Advertising of a consumer product can be done regionally as well as nationally. Airline advertising, is more effective when concentrated on a particular market rather than carried out on a national basis.
VII.Because of the above reasons, it is considerably difficult to develop an effective airline advertising campaign , as compared to other consumer products advertising. Yet advertising is the most important vehicle by which an airline can inform and persuade the public to its product.
Roles of advertising:
AWARENESS BUILDING. Advertising creates awareness in the minds of consumers who have never heard of the company or its services. Thus it relieves to travel agent or reservations clerk of some of the work of explaining the service to the prospective customers. COMPREHENSION BUILDING. Advertising helps consumers know the particular characteristics of the service. It allows the consumer to differentiate the service under consideration from other services.
Roles of advertising:
CONVICTION BUILDING. Advertising builds a certain kind of rational or emotional condition in the consumers minds so that they can clearly see the benefits they will obtain by purchasing the particular service. ACTION BUILDING. This function of advertising actually creates some action on the part of the customer in buying the particular service.
2. INTELLIGIBILITY. An advertisement is intelligible when it is easily understood by the customer. It should be clearly written, and the consumer should have to expend minimum effort to know enough about the service for purchasing to take place.
TYPES OF ADVERTISING
qBy geographical area- national, regional, or local qBy intended target market- business versus pleasure qBy content product versus institutional advertising qBy intended effect- direct action versus indirect action qBy types of appeal-emotional versus rational qBy level of demand- primary versus selective
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TYPES OF ADVERTISING
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I. Product versus Institutional Advertising. When advertising is used to promote a product or service that is to be sold in the market, it is called product advertising. When the advertisement is used to promote the company, it is called institutional advertising. In product advertising, more emphasis is placed on the products particular characteristics, its benefits, and its superiority over competing products. On the other hand, institutional advertising is used to promote the corporate image. The main purposes of this kind of advertising are to make friends; to build goodwill for the firm; and to publicize the firms strengths, such as research, safely, reliability, professionalism, and experience.
TYPES OF ADVERTISING
II.Direct Action versus Indirect Action Advertising.
Direct-action advertising is used to persuade the consumer to take immediate action toward the purchase of the product advertised. This action may be the actual purchase of a ticket or making a reservation to purchase tickets at some later date. An example would be a promotional fare that is offered only for the period October 1 through November 15, a normally slow time on most major routes, provide tickets are purchased and paid in full by September 20. The goal of direct- action advertising are short range in nature: they are applicable only for the particular period. On the other hand, indirect action advertising has long range goals. Its main concern is to built attitude toward purchase rather than immediate action. It cultivates respect, approval, confidence, and kindly feelings toward the product so that when the customer is ready to buy, advertising airline vacation travel is indirect-action advertising.
TYPES OF ADVERTISING
III.Emotional versus Rational Advertising. An advertisement is said to be emotional if it appeals to the consumers emotions, such as romance, pride, or fear; it is said to be rational when it appeals to rational motives, such as dependability, durability, and other specific product characteristics. Take me, Im yoursadvertising campaign. The airline actually gave each aircraft a female name and promoted flying Shirley to the Bahamas or Alice to Martinique. Another airline promoted its equipment as the proud birds with the golden tails We really move our tail for you. These advertisements, generally depicting attractive young flight attendants, were unquestioningly appealing to emotions. On the other hand, Eastern has the right time and the right place for you or Pan Am, the worlds most experienced airline "are most certainly rational appeals.
TYPES OF ADVERTISING
IV.Primary Demand versus Selective Demand Advertising. Primary- Demand Advertising is directed towards building demand for a product or service category rather than for a specific product or service, while selective-demand advertising stresses a specific product or service rather than a general product category. Primary-demand advertising is used when product is newly introduced into the market; for example, the introduction of a new class of service or a new aircraft, such as the B-767, on a prime route. It might also include and advertisement from the regional airplane association informing business flyers of commuters air carrier service. One the product is accepted and more competitors are drawn in, then selective-demand advertising is used to differentiate the product from the similar products offered by a competitor: Our airline is better than Airline X because.
It must have a stated purpose; a set of goals and objectives. Differentiate between a goal and an objective, while goal is specific as to time and degree. Objectives are long term in nature. Defining advertising goals helps make advertising planning effective. The more effective the goals, the better they are able to guide the creative team in developing and effective message.
In order to established goals, the advertising department, working with the advertising agency, must go through an evaluative process. This includes a complete review of the companys product and services, markets, messages, media, and measurements.
Inordertomakethejobanalyzingthevariousmediaeasier,itis necessarytounderstandtheirindividualcharacteristics
1.Impact. Impact is the ability of the medium to help make the reader or listener remember the advertizing message longer.
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3.Flexibility.The ability of media to adopt to changing and special needs of advertisers is known as flexibility. The advertiser using flexible media can make changes in the advertising message because of competitive activity or can adjust the schedule to special needs.
Inordertomakethejobanalyzingthevariousmediaeasier,itis necessarytounderstandtheirindividualcharacteristics
Inordertomakethejobanalyzingthevariousmediaeasier,itis necessarytounderstandtheirindividualcharacteristics
4. Cost. Cost is the prime consideration in the selection of a particular medium. Although it can be considered in terms of total expenditure, it is more often looked at in terms of the cost of reaching an individual prospect ( potential customer). It is expressed in terms of cost per thousand ( persons). This makes the evaluation of media easy on a cost basis.
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Base o nthe se fac to rs,the c harac te ristic so f e ac hme diumc anbe de sc ribe dasfo llo ws: 1.Newspaper 2.Magazines 3.Radio 4.Television 5.Outdoor and transmit advertising
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